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one campaign execution. If the advertiser has multiple creative versions at the ready, the ad server can place them
on a rotation so the user views fresh content with multiple ad requests. The user-has rule detects what the client-side
browser or device is capable of rendering. This could be a static creative, Flash creative, or HTML5 creative. It is really
up to what features the client-side browser can handle, including specific features of the browser. If the user can't
support HTML5, can the user support Flash? If not, how about an image?
■ each ad-serving vendor has different capabilities. reach out to them to determine what works for you and
Taking advantage of these ad-serving settings allows for some really crafty and dynamic use cases. For instance,
you could serve a creative to an iPad user and another on a smart TV all through the same-trafficked ad tag. This
allows the publisher to sell media through all of their distribution channels and makes their AdOps team rest easy
because they're only required to traffic one tag. Can you imagine how hard it must be to handle multiple tags for each
mobile device, tablet, computer, TV, and so on? That gets crazy quickly!
Delivery rules get more powerful as ad servers and technology vendors pump more data into them. The more
data the ad server can analyze, the more custom the ad experience can be. This technique is often driven by what
is known as a dynamic creative optimization (DCO). A DCO engine allows for serving dynamic creative on many
variables and even third-party variables or inputs. Really intelligent DCO engines can factor in location, gender, age,
sexual orientation, and interests, among many other input values. Using this valuable data, marketers can target their
audience more effectively knowing which audience segments they want to hit (and with which creative message).
Some ad servers can even detect WiFi hotspots and target advertisements accordingly based on the network service
they're using. For example, Figure 11-2 was served to me while I was at a conference in San Francisco this past year.
The ad server knew I was using the free conference WiFi based on my IP address and targeted ads accordingly while
I visited the publisher site, Bloomberg.com . Take a look at the following sequence of images to better understand this